Why Conversational Marketing Matters:Engagement in the Age of Stratification <br />Deane Barker<br />Content Management Pr...
Blend Interactive<br />EPiServer Partner since 2008<br />2009 North American Partner of the Year<br />
Sioux Falls, South Dakota, USA<br />
Image by S.K. Photography<br />
Image by Dean Franklin<br />
@gadgetopia<br />
Why this topic?<br />Conversational marketing is becoming more and more important to customers.<br />EPiServer has a great...
A Cultural Disclaimer<br />
What is conversational marketing?<br />Un-marketing<br />Marketing through dialogue rather than monologue<br />Marketing w...
Harmony Tweets<br />Very soft sell<br />Targeted an interest of their pool of prospective customers<br />Encouraged the co...
Why has marketing become conversational?<br />Marketing has stratified and technology is making it easier to cut out.<br /...
Big Point #1<br />Marketing has stratified and technology is making it easier to cut out.<br />
Integrated Advertising<br />
The Commercial Break<br />
Marketing Stratification<br />
Stratification<br />Image by Matt Mechtley<br />
Stratification<br />
Stratification<br />
Zenith Space Commander<br />Image by Jim Rees<br />
The VCR<br />
Tivo / DVR<br />
RSS<br />
AdBlock Plus<br />
Traditional Model<br />
Traditional Model<br />
Integrated Model<br />
Integrated Advertising<br />
Marketing has stratified<br />Technology has made it easier to cut out<br />Marketing has started to integrate back into c...
The $1Million Question<br />In a world where consumers can pick the marketing they’re exposed to, why would they pick your...
Big Point #2<br />Technology has brought us back to the classic marketplace where consumers converse with each other.<br />
The Cluetrain Manifesto<br />
“Markets are conversations”<br />
Marketing isn’t changing.  Rather, it’s changing back.<br />
The relative isolation of the consumer has ended.<br />
Consumers trust other consumer recommendations 78% of the time<br />82% of customers who read reviews from other customers...
What is a brand?<br />
“The experiential aspect [of a brand] consists of the sum of all points of contact with the brand…”<br />Wikipedia, “Brand...
The conversation is a “point of contact” you cannot control.<br />
A conversation is happening right now about your brand.<br />The only question: are you in on it?<br />
The Saga of Jeremy Hermanns<br />
The Saga of Jeremy Hermanns<br />
The Saga of Jeremy Hermanns<br />
Conversation FAIL.<br />
Conversations about your brand are happening whether or not you’re involved.<br />There is value in participating in these...
Case Studies<br />
Thank You<br />http://gadgetopia.com<br />http://blendinteractive.com<br />deane@blendinteractive.com<br />@gadgetopia<br />
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"Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010

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Presented at the EPiServer Partner Summit 2010 by Deane Barker.

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  • Maria wanted a non-technical presentation.We need to find ways to get people to purchase Community, not just CMS.
  • What worked in North America might not work in Europe.
  • What worked in North America might not work in Europe.
  • What worked in North America might not work in Europe.
  • Jack Paar hosted the tonight show from 1957 to 1962.
  • What worked in North America might not work in Europe.
  • Jack Paar hosted the tonight show from 1957 to 1962.
  • A few thousand years ago there was a marketplace. Never mind where. Traders returned from far seas with spices, silks, and precious, magical stones. Caravans arrived across burning deserts bringing dates and figs, snakes, parrots, monkeys, strange music, stranger tales. The marketplace was the heart of the city, the kernel, the hub, the omphalos. Like past and future, it stood at the crossroads. People woke early and went there for coffee and vegetables, eggs and wine, for pots and carpets, rings and necklaces, for toys and sweets, for love, for rope, for soap, for wagons and carts, for bleating goats and evil-tempered camels. They went there to look and listen and to marvel, to buy and be amused. But mostly they went to meet each other. And to talk.In the market, language grew. Became bolder, more sophisticated. Leaped and sparked from mind to mind. Incited by curiosity and rapt attention, it took astounding risks that none had ever dared to contemplate, built whole civilizations from the ground up. Markets are conversations. Trade routes pave the storylines. Across the millennia in between, the human voice is the music we have always listened for, and still best understand.
  • Aggregated blogs, tweets, and let users ask questions about IT infrastructure. Users got real value out of the questionsThe questions were not exclusive to Sun technologies
  • This came out of the other campaignWas focused around business, rather than IT questions. It went after a core audience.
  • Prompted users with suggestion hash tags for their side.Average time on-site was 3+ hours.
  • Aggregated tweets from C-level execs across the Internet.
  • Integrated with both Aardvark and Twitter to allow people to ask questions and have them answered.
  • "Why Conversational Marketing Matters: Engagement in the Age of Stratification" - EPiServer Partner Summit 2010

    1. 1. Why Conversational Marketing Matters:Engagement in the Age of Stratification <br />Deane Barker<br />Content Management Practice Director<br />Blend Interactive<br />
    2. 2. Blend Interactive<br />EPiServer Partner since 2008<br />2009 North American Partner of the Year<br />
    3. 3. Sioux Falls, South Dakota, USA<br />
    4. 4. Image by S.K. Photography<br />
    5. 5. Image by Dean Franklin<br />
    6. 6. @gadgetopia<br />
    7. 7. Why this topic?<br />Conversational marketing is becoming more and more important to customers.<br />EPiServer has a great story to tell.<br />
    8. 8. A Cultural Disclaimer<br />
    9. 9. What is conversational marketing?<br />Un-marketing<br />Marketing through dialogue rather than monologue<br />Marketing which allows the prospect to talk back<br />Participating in a conversation about your industry, brand, or customer’s interest<br />
    10. 10.
    11. 11.
    12. 12. Harmony Tweets<br />Very soft sell<br />Targeted an interest of their pool of prospective customers<br />Encouraged the community to talk amongst themselves<br />Connected to other communication channels<br />Involved other organizations<br />
    13. 13. Why has marketing become conversational?<br />Marketing has stratified and technology is making it easier to cut out.<br />Technology has brought us back to the classic marketplace where consumers converse with each other.<br />
    14. 14. Big Point #1<br />Marketing has stratified and technology is making it easier to cut out.<br />
    15. 15. Integrated Advertising<br />
    16. 16. The Commercial Break<br />
    17. 17. Marketing Stratification<br />
    18. 18. Stratification<br />Image by Matt Mechtley<br />
    19. 19. Stratification<br />
    20. 20. Stratification<br />
    21. 21. Zenith Space Commander<br />Image by Jim Rees<br />
    22. 22. The VCR<br />
    23. 23. Tivo / DVR<br />
    24. 24. RSS<br />
    25. 25.
    26. 26.
    27. 27. AdBlock Plus<br />
    28. 28.
    29. 29.
    30. 30. Traditional Model<br />
    31. 31. Traditional Model<br />
    32. 32. Integrated Model<br />
    33. 33. Integrated Advertising<br />
    34. 34. Marketing has stratified<br />Technology has made it easier to cut out<br />Marketing has started to integrate back into content<br />
    35. 35. The $1Million Question<br />In a world where consumers can pick the marketing they’re exposed to, why would they pick yours?<br />
    36. 36. Big Point #2<br />Technology has brought us back to the classic marketplace where consumers converse with each other.<br />
    37. 37. The Cluetrain Manifesto<br />
    38. 38. “Markets are conversations”<br />
    39. 39.
    40. 40.
    41. 41.
    42. 42.
    43. 43. Marketing isn’t changing. Rather, it’s changing back.<br />
    44. 44. The relative isolation of the consumer has ended.<br />
    45. 45. Consumers trust other consumer recommendations 78% of the time<br />82% of customers who read reviews from other customers claim they were affected by those reviews<br />Eight out of 10 customers trust brands more if they offer customer reviews.<br />
    46. 46. What is a brand?<br />
    47. 47. “The experiential aspect [of a brand] consists of the sum of all points of contact with the brand…”<br />Wikipedia, “Brand”<br />
    48. 48. The conversation is a “point of contact” you cannot control.<br />
    49. 49. A conversation is happening right now about your brand.<br />The only question: are you in on it?<br />
    50. 50.
    51. 51. The Saga of Jeremy Hermanns<br />
    52. 52. The Saga of Jeremy Hermanns<br />
    53. 53. The Saga of Jeremy Hermanns<br />
    54. 54. Conversation FAIL.<br />
    55. 55. Conversations about your brand are happening whether or not you’re involved.<br />There is value in participating in these conversations.<br />There is also considerable peril.<br />There’s even more value in initiating, hosting, and branding these conversations.<br />
    56. 56. Case Studies<br />
    57. 57.
    58. 58.
    59. 59.
    60. 60.
    61. 61.
    62. 62.
    63. 63.
    64. 64.
    65. 65.
    66. 66. Thank You<br />http://gadgetopia.com<br />http://blendinteractive.com<br />deane@blendinteractive.com<br />@gadgetopia<br />

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